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How Do Images Impact Your Website Conversions – Good And Bad

It’s hard to deny that the Internet is a visual place, but how does that apply to conversion rates?

Using images within product descriptions, blog posts, calls-to-action and banners are all ways to improve views and website conversions. The key is learning to use images the right way.

The wrong image could cause your conversions to plummet. Before you add another image to your site, find out both the good and the bad to using images on your site.

Aids In Telling A Story

People are 80% more likely to read your content if it includes a colourful image. This is because the visual helps tell your story. It appeals to emotions, grabs attention and gives a quick glimpse into what the content might be about. If more people stick around to read your content or view product images, they’re more likely to see your CTAs and follow through.

The Downside To Bad Images

Not all images lead to better website conversions. Using completely irrelevant, phony looking stock photos or low quality images may drive visitors away. These images don’t add value to your site. Instead of helping, they simply send many of your visitors to competing sites.

Guides The Eye To Your CTA

When people see an image of someone else looking at something, their eyes are naturally drawn to whatever that person is looking at. For instance, if you want people to notice your CTA and convert, add an image of someone looking at the CTA. Using arrows works well too, but it’s not as personable.

Interactive Boosts Conversions More

Who doesn’t love interactive images? Adding features, such as zoomable product images, helps boost website conversions because it allows viewers to see the product more clearly. For the website Golfsmith, adding a rotating image to product descriptions boosted conversions by up to 40%.

Small Images Hurt Conversions

Some sites take images too far and add numerous small images everywhere. While you get more images, it also makes the page look more cluttered. Of course, it also makes images harder to see, even if you only have one or two on the page. Skinner Auctions saw a 329% increase in visitors filling out bid forms just by using a larger product image.

It’s also important to note that the file size of images can hurt conversions too. If your image takes too long to load, visitors may never see it. They may decide to move on. Keep image file sizes smaller to improve conversions.

Friendly Faces Encourage Click

Generic images are pretty to look at, but they don’t have much personality. When visitors are uncertain about performing a converting action, such as signing up for a newsletter or buying a product, a friendly face makes all the difference. For Medalia Art, replacing images of paintings with images of the artists (smiling, of course), website conversions increased by 95%.

Images Need Descriptions

No matter how perfect your image is, it’s not helping your site as much as you’d like if Google or other search engines can’t find it. Images help with SEO, leading more organic traffic to your site, but only if they have proper descriptions and names. Name your photos with a keyword or descriptive phrase. This helps Google find the image easily.

Stock Photos – To Use Or Not To Use

Stock photos are a highly debated topic. Most experts say they’re a bad idea. For instance, one site changed from a stock photo of a woman smiling to the actual company founder and saw conversions increase by 34%. The reasons they hurt conversions is because so many sites use the exact same images. They’re generic, too perfect and don’t provide anything original about your site.

On the other hand, stock photos are often free or cheap. This makes them appealing and easy to use, especially if you have small budget. The key is to make sure the photos you use are unique. A few ways to make stock photos help with conversions is by:

Cropping

Adding filters

Inserting text, such as quotes or content titles

Ensuring they match the content

While professional photography is still preferred by many, it’s also expensive. Testing custom stock photography first might be the better option for limited budgets.

Investing In Stock Photos

Investing in stock photos is an easy way to get high quality images to help boost website conversions. Free sites work well, but only if the photos are relevant and/or you customise them at least a little. If you’re customising, make sure the photo is listed as royalty free, meaning you’re free to edit it. With premium sites, the photos are higher quality and are used less often, but you will pay a fee per photo or per group of photos.

Does your website need a redesign before adding images? Contact Darren today to help boost website conversion with a better site to go with your quality images.